There are more opportunities than ever to market solar energy systems to homeowners and businesses.  Here are 10 solar marketing ideas, tips, and strategies that will help generate leads, nurture them through the sales cycle, and close more deals.

The future for solar energy businesses is bright.  Despite our “addiction” to fossil fuels and even political rhetoric that strives to maintain outdated energy sources, consumers are attracted to solar alternatives more than ever.

Solar is appealing because it’s environmentally friendly, but that isn’t likely to be your most effective topic for marketing.

Instead, what’s really catching the interest of consumers – particularly home owners – is the long-term financial savings enabled by solar systems.  Yes, we all want to save the Earth, but people really perk up when they hear about saving thousands on their electric bill.

The big challenge with marketing solar panel systems is the long-term sales cycle.  People are still learning about how this all works, and the idea of “going solar” has not yet crossed over to majority adoption.

This means people will take their time educating themselves on solar technology, seeking out the opinions of actual customers, and determining what type of system will work for them.

Your marketing needs to generate initial leads, then nurture them through this process to the moment of buying decision.  Here are 10 marketing ideas that will help you do just that.

 

Solar Marketing Idea #1:  Design a Conversion-Based Website

Your solar energy company website design needs to accomplish a number of things.

First, it needs to detail the basics of who you are, what you offer, and where you work.  Be clear about the types of solar solutions you offer and what your service area is.

Next, it needs to convert the visitor.  You need calls to action that get people to identify themselves to you.  These include phone numbers, forms to request info/estimates, and a way to capture email (newsletter or gated content).

Your website also needs to be an information resource.  Web pages can include articles that help people understand the value of going solar.  Blogs can address news, technology updates, and tends.

For example, here a design mockup on the UXI® platform:

A professional design on a mobile responsive template is a must for any business website today.  This will be your first impression and may be a point of reference for months as leads consider their solar options.

 

Solar Marketing Idea #2:  Develop a Unique Value Proposition

As solar energy’s popularity increases, so does the competition between providers and solutions.  To compete, you need to stand out.

A unique value proposition (UVP) is a statement that does three things:

1. Communicates something specific of value.
2. Clarifies the benefit(s) customers derive from your offer.
3. States why you’re the best choice.

For example, this solar panel company specializes in powering agricultural water pumps:

Other ways you might develop a UVP include:

• Service/customer service superiority
• Cost advantages and easy financing options
• Superior solar technology
• Speed/ease of installation

Consider that leads will certainly research your competitors.  If you have a way to make your offer stand out, you have the advantage.

 

Solar Marketing Strategy #3:  Reputation, Reviews, and Testimonials

Reputation is huge with solar panel solutions, particularly for residential leads.  Homeowners want to know that solar power is working out well for people just like them.

As they research your company, they’ll check online reviews.  There are many sites you need to have reviews on, including Top Rated Local, Facebook, Google, HomeAdvisor, and Yelp.

Great customer service and delivering value are the keys to getting positive reviews, but be proactive.  Ask happy clients to write reviews with phone call and email follow-ups (don’t do this with Yelp; it’s against their policy).

Also, include testimonial content on your website.  You can have a specified page for testimonials, but it’s more effective to have them spread across your site.

Testimonials are most effective when customers relate how much they saved by going solar and how easy the installation was.  Here is a good video example:

Testimonials are so effective for solar companies that they’re all but a requirement for your website content.  Make sure happy customers are talking about you.

 

Solar Marketing Strategy #4:  Create a Referral Program

While testimonials and reviews help persuade new leads who discover you online, you also want to make sure customers are telling their neighbors about you and suggesting they go solar.

Referrals are huge for solar panel marketing.  Once you get a customer in a neighborhood, everyone they know becomes a potential customer.

It’s worth it to have a structured referral program with a strong incentive.  Make it simple.  If a client refers a neighbor and you get another contract, pay them for it.  We have a client that uses social media posts to encourage referrals:

Of course, customers refer you because solar is saving them money and they enjoyed working with you.  But the referral program works as a reminder to do the right thing and encourage their neighbors.

Your goal should be to see large suburban neighborhoods in your area with every rooftop covered with your solar panels.  The way to make that happen is referrals.

 

Solar Marketing Idea #5:  Content Marketing

As we mentioned at the start, people looking into solar energy go through a long sales cycle.  Their research is an opportunity for you to keep your brand in front of them, building trust by becoming a useful resource.

Explain the benefits of solar energy.  Make videos about how it works, what the installation is like, and how it saves people money over the long hall.

Appeal to their sense of environmental stewardship.  Share information on energy conservation, local environmental projects, and all types of green energy solutions.  Here’s an example infographic:

Create a detail report on what types of energy bill savings to expect and use it as gated content to gain an email address.  Then write blog articles for SEO and use the content in your email newsletter.

Share all this content on social media to gain and engage followers.

Use content to inform people of the benefits you offer and as touch points during the long sales cycle.  As you offer value with quality content, you’ll earn their trust.  Then, when it comes time to hire a solar installation, you’ll be top of mind.

 

Solar Marketing Idea #6:  Dominate Search Marketing

Initially, many new leads will search for solar energy companies and panel installation on Google search.  You want to be all over page one.  There are three ways to dominate the search results.

The first is pay-per-click advertising.  These ads are run through auction-based systems like Google Adwords and Bing Ads.  The main advantage here is that you show in the top positions (reserved for paid ads) and that you can control the ad copy and landing page.  For example, you might want to run an advertisement for solar panels to power pools.  Your ad and the page it goes to on your website can match that offer.

Next, you need to set-up and rank for Google My Business.   This is the maps listing and review platform Google uses for geo-targeted searches.  It’s a free listing you can optimize with your descriptions and by getting customer reviews.

Then you have the organic website listings.  These are also free clicks, with ranking gained by optimizing your website for keywords, gaining links, getting social media traffic, and adding content to your blog.

If you do this right, you’ll show up in three places on page one:

Search is a major source of traffic for solar marketing campaigns.  It’s a vital lead source early on before you have enough of a customer base to provide referrals.

Pro Tip:  Retargeting

Most people who visit your website initially won’t convert.  You can stay in front of them using retargeting ads.

These are the ads that stay with people as they surf the internet.  They’re a type of branded banner ad that keeps your name in front of leads.  For example:

This keeps your brand in front of people, reminding them to do the right thing and contact you.  Retargeting is a necessary tactic with the long sales cycle of solar.

Solar Marketing Idea #7:  Social Media Advertising

You can target audience demographics and interests with precision using social media advertising on platforms like Facebook and Instagram.

For example, you could target:

• People with homes worth more than 250K
• Household incomes over 150k
• Parents with college degrees
• People who enjoy outdoor sports like skiing or biking
• People who buy pool or hot tub products
• People interested in environmental causes

In other words, you can identify your ideal prospect, then get your ads in front of them on social media.  You can use a direct response to motivate people to request a quote or just a website link like this:

Use social media advertising to extend your reach and get in front of prospects at the beginning of the buying cycle.

 

Solar Marketing Idea #8: Create a Facebook Business Page

Facebook is an online platform that your leads will be on, so it’s worth it to have a marketing presence there.

Create that presence with your Facebook business page.  This page is half website, half social media updates.

It’s a website in that you can list all your relevant business information, set up a call to action to request an estimate, and even use messenger to communicate directly with leads.

You also post to your timeline so people can get a feel for your staff, work, and the daily ins and outs of your business.  You should connect with your partner businesses and comment on their posts.

Last, setting up this page is free.  Nothing to lose and everything to gain.

 

Solar Marketing Idea #9:  Develop a Company Video

In addition to testimonial videos, create a company promotional video that gives an overview of your offer and its benefits.  In less than 90 seconds, you can make your case:

Use this video on your homepage, Facebook business page, and optimize it for search on YouTube.  A professional video production is a bit of an investment, but it can pay off for years.

 

Solar Marketing Idea #10:  Use Marketing Software

The multi-channel nature of digital marketing gets complex.  Just executing all the tactics consistently is a challenge.

It’s also necessary to track data on your campaigns so you can analyze their effectiveness.

Add to this keeping track of client information and leads through the long sales cycle, and it becomes apparent you need the right tools to manage it all.

Marketing 360® is designed to help solar energy companies manage these challenges.  Our marketing program includes both software that tracks all your marketing channels on one interface and a professional marketing executive to develop a strategy and execute the tactics.

Add to that our CRM software that ties onto email marketing software and you have a comprehensive package that executes marketing at the highest level.

The market for solar is growing – make sure you’re positioned to get your share. See our plans and pricing.